The link between Tourism, Culture, Heritage and Memory is of long standing and rests on a series of dynamics related to the construction of identities of human groups. The present proposal arises from the combination of interests arising between the academic sphere and local civil society. From the Degree in Tourism based in the CURE-UDELAR, we understood the creation of a diverse and integrated space in which teachers, students and local actors converge. From the local civil society, the needs started through concerns and demands related to the development of tourism products linked to the urban space, heritage and memory of Punta del Este. We propose as a general objective the elaboration of a cultural and memory map. In this process, we generate inputs to count in the future with a file of material and immaterial heritage assets of the Peninsula, at the service of its inhabitants and visitors.